Case Study #5: How Intel Uses Social Media to Transform The Way They Do Business

Most people know Intel as a provider of microprocessor for large manufacturers like Apple, Dell and HP. A large portion of their business is driven by the elaborate network of customers - resellers, partners, etc.. from around the globe. To remain innovative Intel must enroll, engage, and entertain the most brilliant minds to continue to push the boundaries of technology. They realized the ability to collect and harness the power of that collective wisdom would be best served by social media.

The Old Way Of Doing Business. In the past they had used traditional focus groups, where engineers, scientists and business people would gather from around the globe and spend a week or so together, creating new possibilities. What they found was that ,in addition to the expense of flying people from all over the globe, while the conversations were great -- they were more difficult to keep ongoing conversations as the same level of creativity and intensity. Once back at home, the everyday work/home life catches up with everyone. And they clearly saw the need and desire of the collective wisdom to be in more continuous conversations.

Intel decided to use social media as a platform to look at key business factors and sustain these conversations on a continuing basis. Intel engaged key customers in open discussion about how to improve their customer experience. First they found a need for customer's to be able to contact Intel quickly and securely to discuss product or process issues or ideas. And second, Intel found that the customers wanted the ability to engage with each other without involvement from Intel. Of course, privacy and security were of the utmost importance!

Intel began by evaluating the customer experiences, its methods of being in communication with its customers and its ability to target and engage customers and maximize effective, relevant, just-in-time communications.

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Podcast: Social Media Transforms Customer Service

Our latest featured podcast is Natalie Petouhoff's "Social Media Transforms Customer Service".

In this podcast, BP&A Senior Analyst Natalie Petouhoff reveals why it is important for customer service professionals to incorporate social media into the customer experience, and the impact of social media on customer service.a greater SOA focus.

 

 

 

 

 

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Social Media Transforms Customer Service

In this podcast, Natalie reveals why it is important for customer service professionals to incorporate social media into the customer experience, and the impact of social media on customer service.

http://www.forrester.com/role_based/images/author/imported/forresterDotCom/Podcasts/BPA/Natalie_Petouhoff_Social_Media_Transforms_Customer_Service_113009.mp3

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Can You Get a Little Satisfaction? You Don't Have to Be Mick Jagger -- Yola.com Did! Case Study #4 Customer Service Social Me

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

Remember that great song... "Can't get no... Satisfaction..." Some how I think that is the national anthem of most customers. Why is it so freaking hard to get satisfaction?


I found out it's not really that hard if you have getsatisfaction.com In an interview with the company's CEO, Wendy Lea and her team, I learned a lot about how they are helping companies hear and respond to the voice of the customer...


GetSatisfaction is the brainchild of Thor Muller, Amy Muller and Lane Becker. They wanted to make a difference. They wanted to use software to enable a better world. There in the heart of South Park - they came up with a way to do that.

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RightNow Connects Customer Social Interactions To Companies Via HiveLive

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

It must be in the air... but seems like there are a bunch of announcments this week. Next up? RightNow Technology's acquisition of HiveLive. So if you were doubting that "social media" is for real or executives in your company are not sure if they should go down this path... I'd say the answer is "YEAH!" and yesterday was not soon enough.


The reality is- whether you realize it or not- your customers are talking about you in the cloud. The "cloud" here means - on blogs, on thirdparty review sites, on Twitter... And you can do the "ostrich" and continue to stick your head in the sand or you can decide to join the revolution. I know I sound a bit fanatical... but the truth is that the concept of what customers think about your company, customer as well as employee feedback is not new. If you remember... We as a nation sent Mr.

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Twitter, Tweet-Up - Where Does One Start When You Want To Get It Right?

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

Everyone is A Beginner At the Beginning


So many of you came to the @CRMe09 conference where I spoke about the ROI of Social Media, in particular that derived from customer service. And a funny thing that happened there... Lithium had a booth in the exhibitors area and they had asked me to come and speak to people about my ROI model. So there I was ready to impart my wisdom. A man came up and saw the flyer on the table - it was for the Tweet-up. He picked up the flyer and asked me to tell him about Tweet-up.

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Oracle On Demand Gets Customer Service Knowledge Management with Integration with Inquira

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

Knowledge Management and Customer Service


This quarter I've started some research on knowledge management (KM) for the contact center and customer service. This is KM for both agent-assited and self-service. One of the biggest misnomers about customer service is how important great knowledge management is to good experiences. And no, I don't mean Sharepoint. That's a fine product- but for customer service- one needs to find answers and not documents.


Customers often wonder - why, when they do a search on a website or when they ask a customer service agent for help- they wonder why the search results are awful- meaning nothing that got pulled up in the search was even remotely what they needed. And they also wonder why the agents don't have THE answer.

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Case Study #3: InfusionSoft Uses Social Media to Reduce Customer Service Costs

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

I had the privilege to speak to the call center director, JoAnne at InfusionSoft.com when I first started my research on the affects of social media on customer service. I had asked some of the luminaries in social CRM, like Paul Greenberg, who I should talk to. He suggested I should speak to Helpstream. Bob Warfield, the CEO of Helpstream.com connected me to JoAnne.

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Case Study #1: How ACT! by Sage Software Transformed the Customer Experience By Social Media

The First Case Study in the Series About How to Deploy Customer Service Social Media!

When I published the ROI of customer service social media, everyone had asked me - who is doing social media and what are they doing. To help those who haven't started down the social media path, I put together the 5 Best Practices of customer service social media. That doc is chocked full of ideas you can use today. And to provide more details on how companies have accomplished their goals for social media, I also decided to publish a bunch of case studies! ACT! is the first of many! I hope it helps you to get a better idea of how valuable social media is and its bottom-line affects!

Who is Sage and What Did They Want to Accomplish With Social Media?

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Case Study #2: How Lenovo Implemented Customer Service Social Media Best Practices

The Second Case Study on Customer Service Social Media: How To and The Results...

This is the second case studies in the series on Customer Service Social Media Best Practices! You might be wondering what I meant my ownership. In organizational change management language... there are three stages of project success - awareness, buy-in and ownership. Here ownership doesn't me "owning" like it's mine - not yours. It means taking 100% responsibility for leading and faciliating solid, genuine, collaborative relationships with the whole company to further the whole company's succcess. Here's more details on how Lenovo accomplished their social media goals!

Why Did Lenovo Consider Social Media?

When Lenovo acquired the IBM PC computing division, they realized customers were talking about their products on 3rd party forums like notebookreview.com and thinkpads.com. They felt left out of these important customer conversations. To remedy that, they took ownership and lead the customer social media interactions.

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